It may be difficult to develop effective brand storytelling that connects with your audience, conveys your message, and places you in a favorable and genuine light all at the same time. Find out how you can utilize podcasts to generate compelling stories to communicate about your business.

The practice of creating a narrative around one’s brand in order to engage with people and elicit an emotional reaction sought by the organization is what is known as “brand storytelling.” Storytelling for a brand is an actual sort of art that can either make or ruin the success of a firm. The development of a compelling narrative requires a significant amount of preparation, strategizing, and imaginative thought, despite the fact that many companies manage to make the process seem effortless.

The proliferation of podcasting has provided businesses with a further extremely effective avenue via which they may convey their brand narrative, disseminate their core messages, and convert listeners into consumers. Because of the medium’s adaptability and ease of access, podcasting gives a wonderful chance for businesses and people from nearly any background to engage with the audience base of their choosing.

Because it is possible to create material that is far longer in length than a blog post or a social media update, podcasting is the ideal medium for presenting stories about a business. As opposed to watching videos, consumers can listen to podcasts while they’re driving, walking, or even cleaning the home, making it one of the most convenient methods to take in material. In point of fact, podcasts have a far higher consumption rate than blogs, and they are able to keep a listener’s attention for 14 times longer than video marketing does.

When taken together, these factors indicate that podcasting is one of the best methods for companies to communicate their narratives with the world and engage with listeners on a more personal level. Because there are such a wide variety of approaches to taking this action, developing a podcast with your team may be an innovative and even enjoyable (yes, we did say enjoyable!) method of marketing.

Without further ado, here are three pointers for conveying brand stories using the podcast of your company:

1. Experiment with different formats.

When you have so many options for creative expression available to you via the podcasting channel, it might seem quite daunting to attempt to choose just one of the available formats. It is vital to experiment with a number of different forms when you are initially starting with a branded podcast. This will allow you to determine which format is most effective for your business.

You could, for instance, wish to experiment with other forms, such as question-and-answer interviews, documentaries, or even simply a solo monologue. You should experiment with as many alternative episode structures as you can so that you can determine the best one to use depending on the content, message, and objectives of your firm.

To help you get started with podcasting, here are some samples of common podcast formats:

• The documentary approach
• Guest speakers and a Q&A format.
• Solo episodes
• A mode of discourse (unlike an interview, this format is more like an equal conversation between two co-hosts)
• Panel discussions
• Investigative
• Content repurposed from previous conventions and roundtable talks

In addition to selecting the appropriate format for your podcast, you also need to ensure that you are using all of the tools at your disposal, including music, sound effects, and editing software, among other things. All of these tools have the potential to be of tremendous assistance to you as you craft an engaging story about your company.

2. Feature the right people

You will want to feature people who are passionate about the work that your company is doing in some way, whether you decide to have an executive from within the organization or an outside personality such as an actor or professional host host the podcast for your company. This is true regardless of who you decide to have host the podcast for your company. Sharing at least one episode with the company’s founder is an excellent way to engage with listeners and illustrate the motivational tale that lies behind the corporation, for instance.

A captivating story to tell about the early days of the firm, the need or issue they’re answering with their goods or services, and the reason why they chose to form the organization in the first place is ideal for the founder or high-level executives who are being featured on the podcast.

You will want to include the voices of the individuals who are on the frontlines with their hands in the clay, doing an intriguing job, but depending on the industry that your firm is working in, this may not be possible.

This can include inviting academics, scientists, designers, or even engineers to appear on the podcast either as guests or as co-hosts. If you are able to find an interesting member of your company to be a guest on the podcast, you may want to consider breaking up their content with insights from an engaging host or another executive who can provide context to help listeners understand the episode’s content and put it all into layman’s terms. If you are unable to find an interesting member of your company to be a guest on the podcast, you may want to reconsider producing the podcast.

If building connections with B2B customers is one of your primary objectives, you may also want to think about bringing fresh sales leads or prospects onto the podcast. This not only has the potential to generate intriguing material for episodes, but it also has the potential to assist you in expanding the network of your organization, fortifying important connections, and boosting sales in general.

3. Be authentic

When you tell the tale of your company’s brand in a podcast, you should, above all else, make sure that you stay loyal to yourself or to the overarching vision and purpose of your business. One of the reasons why people like podcasting as a medium is because, in comparison to, for example, a flawlessly manicured social media account, podcasting tends to be less curated and more human, and, as a result, listeners are able to connect with podcast hosts on a much more visceral level.

Be sure to discuss your unique area of knowledge and convey the excitement you have for the topic, whether you are developing episode plans, producing scripts, or even presenting the program, if that is your position. Listeners will be more inclined to connect with you and begin to establish a relationship with your content and, eventually, your business if your enthusiasm comes through in a manner that is genuine and charming.

Sit down with your staff for a brainstorming session, and ask some of the following questions, in order to make certain that the podcast associated with your business continues to be genuine and credible:

• What do we want to accomplish and achieve with this podcast in the long run?
• Who exactly are we talking to here? Who would be the perfect listener for us?
• In what specific subject matter areas do you wish to concentrate your efforts?
• After they have completed listening, what is the next step we want our audience members to take?
• What is the most important takeaway from all of this, summarized in two to three sentences?
• Which comes first, our brand or our podcast? What’s our “elevator pitch” for both?
• What exactly are the “turning moments” in the story that our organization tells? What are the most essential aspects of our firm’s founder, the narrative of how the company was started, and our overall brand goal that we want to communicate to our audience?

Once you and your team have come to an agreement on the answers to these fundamental questions, you should be in a better position to create thought-provoking and intriguing episodes going forward and to tell the narrative of your brand in a manner that is both efficient and entertaining.